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A UI/UX case study on- Wag On

A UI/UX case study on- Wag On

Application overview:

Wag On is a smartphone application designed for your pet to become a one-stop destination. Wag On’s primary goal is to have an application where the pet parent gets what they’re looking for from dog walkers to shopping for your dog. This app also has a section to read dog posts; it also links you to the current it forthcoming dog activities nearby.


The population of pet dogs in India amounted for around 19.5 million in the year 2018. The population was forecast to reach over 31 million by the end of the year 2023. Millennials show even more responsibility for their pets and tend to treat them like people. They pay more for food, medical care, toys, gifts, and treats, and even make social media pages for their pets. One survey found that, on average, millennial dog owners spend $1,285 a year on their pet. The Millennial Pet Owner study by Wakefield Research revealed that 69% of millennials are likely to use technology to keep track of their pet. Most of the puppy proprietors locate themself struggling due to the fact the joys of regularly parenting overshades by the responsibility that comes due. So, I got down to discover the high place of the puppy ownership, the wishes and the struggles that each puppy proprietor faces.

Problem statement:

Most of the pet owners have trouble finding the right app for their dog. Even though if they find one, it lacks services. In regards to finding a local vet clinic, dog walkers and finding events, people lack awareness. Most of the new pet owners have trouble finding reliable pet care service and dog walkers. Most of the pet owners don’t trust a shelter home. It isn’t effortless for pet owners to keep track of their dog’s health due to their busy lifestyle.

Project goal:

To design a mobile application that helps the pet owners to find services like dog walkers, boarding, treatment, shopping dog accessories along with connecting you with the upcoming events nearby them. This application also helps you to keep track of the dog’s health along with a section that contains blogs on dogs.

Revenue model:

  • Commission from the shops when they sell goods for pets through the application medium.
  • Partnership with veterinary clinics.
  • Commission with the event organizers to advertise through the application medium.

Design approach:

6d framework

Competitive review:

Before going to the primary research, I wanted to analyze the similar products existing in the market. Are they helpful enough to the user to keep them engaged for the long term? Are they providing all the services that users are expecting? Researching Furthermore, I’ve found two competitors, i.e. 11pets and Rover. Both the major competitors don’t provide any services in India. Analyzing both the applications carefully, I listed out some differences and their reviews from the play store.


11pets is an application working across all the platforms. The app primarily focuses on tracking the pet’s health along with the giving the user remainders about pets medications and vaccinations. It also has a symptom monitoring system.


Rover is also a cross-platform mobile application which focuses on taking care of the pet whenever the pet owner is away.

Final conclusion:

I don’t have any intention to degrade the applications, they are best in their field and they provide amazing services. Moreover, by my research, I’ve found out that, these applications lag in the field of UX, where users find it very complicated to use the app. Finally, I would like to conclude that these applications don’t include services like shopping dog accessories, dog events happening nearby and feature to read dog blogs.

Quantitative research:

A total of 29 individuals took part in the survey where the target audience were people aged between 18 — 47+ years. Online surveys are a part of quantitative research so as to include more number of individuals in the research process to understand the small details of their experience. Check the responses here.

The conclusion from the quantitative research:

  • Most of the pet parent’s are aware of all the veterinary clinics in their area.
  • There are few, apps focusing upon only selling only the pet accessories and not integrating other services with them.
  • People who have been pet parents for a while admitted that they often forget dogs vaccinations and medications.
  • Most of the people who own a pet, usually take their pet to a veterinary in case of emergency.

Primary Interviews:

The main goal of conducting a primary interview is to find out the problems that the pet parent is facing, the frustrations and the targets of the user. I interviewed around 10 pet parents to find out how are they managing the health of their pets, how are they booking an appointment with the doctor and how are they doing the accessories shopping.

Potential Interviewee:

  • Working pet parents with a busy work life.
  • People aged between 20 to 45 years.
  • New pet parents.

The goal of the interview:

  • To understand how people track their dog’s health.
  • How do they buy pet accessories?
  • How difficult is it for the pet parent to find a reliable pet boarding if he is going out.
  • To understand how do they come to know about nearby happening and upcoming dog events.

Insights from the interview:

By conducting the primary interview, I got to know a lot more about the problems that the pet parents were facing. Most of the pet parents admitted that they usually forget the vaccination and the medication of their pets. When they drop off their pet in a pet boarding centre, they usually make sure that the pet boarding centre is a trusted one. In some cases, the pet parent feels a bit insecure about their pets. The same case when it comes to dog walkers. The pet parents also admitted that while shopping online, they usually don’t find their desired sized clothing for their dog. Most of the pet parent also admitted that, whenever any dog event happens, they usually get to know about them a bit late which usually results in them in lack of tickets and sometimes the bookings might also be closed by the time they get to know about the event.

Empathizing with the target audience:

To empathize with the target audience and seek to find a solution to their problems, I made 2 user personas that helped me identify the form of users and also gave me a good sense of implementing solutions to their problems.

Empathy mapping:

Information architecture:

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